Gwyneth Paltrow, Hailey Bieber and Olivia Wilde are just a few devoted fans – and the brain behind Kosas is just as fabulous.
Sheena Yaitanes has a long and varied career. The LA-based chemist studied biology and business, and dabbled in acting and fine art before launching Kosas from her kitchen table in 2015. Drawing on her artistic background and colour expertise, she created eight shades of lipstick made to match different skin tones.
Named for the yoga philosophy of koshas, which teaches that there are five interconnected layers in every human body – physical, energetic, mental, intellectual and soul – the brand lives by the credo to cultivate 'beauty on every level'.
Kosas was born after Yaitanes was searching for two things she couldn’t find: flattering colour and comfortable formulas. “I would wade through hundreds of lipsticks to find some combo that could just look natural and pretty, and then I'd end up hating the feel, the texture, the weight and the taste,” she recalls. “The puzzle I was trying to solve [was] lipstick that feels like nothing, looks like everything and stays on for a long time.”
The ultra-luxe formulas are infused with a host of skin-loving and glow-granting ingredients (including rice bran, rosemary extract, moringa oil and jojoba oil), with products like the Kosas' Color + Light: Crème Blush and Highlighter duos blending seamlessly into skin, mimicking your natural undertones for an effortless flush and glow. Dab it on with fingertips and build as desired for a gorgeous, dewy finish. Like a kiss from a rose, the Weightless Lipstick in ‘Rosewater’ is deliciously hydrating, and as wearable as your favourite white tee. It enhances your natural lip colour with a your-lips-but-better finish.